How Scottish Businesses Actively Promote The Value Of Outdoor Capital For Economic Growth

Retail
I write about the business of the outdoor recreation sector in Europe

In the region billed as ‘The Outdoor Capital of the UK’ (OCUK), Lochaber Chamber of Commerce (LCOC) believes the concept of outdoor capital itself brings huge benefits to the economy of the Scottish Highlands, particularly to SMEs. As ‘outdoor capital’, the natural environment, with its associated variety of activities, offers consumers a wide range of authentic experiences, adding outdoor adventure to the current trend towards ‘wellness’. Increasing people's use of the outdoor environment is one of the Scottish Government's National Indicators to monitor progress regarding its strategic objectives for a healthier, saferand greenerScotland.

For FWMF’s ‘Running Night’, Jasmin Paris, seen here on the Glencoe Skyline, will share the challenges and rewards of competing in demanding long distance mountain events.

Credit: Andy Jackson

Frazer Coupland from LCOC told me, “The region’s rich history in international elite and mass participation sports events and outdoor recreational tourism, built up and enhanced over the years, is of huge economic value to the Highlands. Sustainable and outdoor recreational tourism are key growth sectors identified in the Scottish Government’s Economic Strategy that contribute to the sustainable economic growth of the Highland economy. These sectors are the Highlands’ most important industry and generated in excess of £965m of direct expenditure and a further £226m of indirect expenditure in 2016. Comparable figures in Lochaber in the same year have been estimated at £192m and £45m respectively.”

A core element in the year-round offer of outdoor recreation in the region is the annual Fort William Mountain Festival (FWMF). Next month’s programme offers, ‘a superb line-up of inspiring presentations, adrenaline-filled and thought-provoking world-class film screenings, mountain skills workshops and exhibitions’ from 20-24 February 2019. Further, Rare Management has organized one of the most successful mountain bike events in the world - the Fort William UCI Mountain Bike World Cup. It has published figures regarding the annual economic impact of the event; the cumulative value since 2002 now stands at in excess of £40 million.

Not long ago, wild forest stretched across Scotland. Beavers lived in extensive wetlands, salmon filled the rivers, and lynx hunted in wooded glades but Scotland is now an ecologically-depleted nation. FWMF’s ‘A Rewilding Journey’ offers a challenging vision of a wilder Scotland.

Credit: Peter Cairns

LCOC publicizes, sponsors and promotes Fort William and Lochaber as the best place in the UK for everyone to experience outdoor recreation with a view to developing local jobs and wealth, encouraging sustainable economic growth. This is done through a range of collaborative marketing initiatives and activities. Its recent digital marketing campaign, ‘Connect to your Adventure’, aimed to promote OCUK and has been hailed as a success with results far outstripping campaign projections and delivering engagement from millions of people.

Over the course of the 12-month campaign in 2017/18, 60 short (11-55 seconds) online videos were watched for a total of 1,661,500 minutes, equivalent to 3.2 years; monthly Facebook video views averaged 764,034; monthly Facebook reach averaged 1,934,060 and monthly engagement of Facebook users averaged 51,722. The themed videos showcased Fort William and Lochaber as not only offering a variety of outdoor activities but also wildlife and heritage themes.

The videos were shared mainly on Facebook and Instagram using their custom audience tools for effective retargeting. With a clear emphasis on user-generated content, visitors to the region were also encouraged to share their experiences on social media using the hashtag #myoutdoorcapital. Use of the hashtag also gave adventurers the opportunity to win special short breaks to Lochaber.

Last summer, Lesley Benfield, CEO of LCOC, said, “With this campaign our main objective was to make sure that The Outdoor Capital of the UK is top of mind at all points of the customer journey and to position the Outdoor Capital of the UK as a place that has so much to offer visitors looking for their own special adventure. ‘Connect to your Adventure’ was a campaign targeted at key UK audiences including families with an appetite for soft, more relaxed adventures and adrenaline junkies looking for more thrilling experiences.”

Discussions this autumn regarding a revised strategy noted, ‘The Outdoor Capital of the UK is a strong and compelling brand which is widely recognized by visitors wanting to enjoy the natural capital of Lochaber and take part in the wide range of outdoor activities that are on offer. As well as continuing to promote these strengths, the revised strategy takes account of the visitor journey and the broad range of interests which include winter sports and events and festivals.’